Co-designing the visual identity
for a global FMCG hair brand.
BRAND ADVERTISING ▶︎ ATL • WEBSITE • BRAND GROWTH • CGI • FMCG
Over three years I co-led the shaping of Proctor & Gamble’s Head & Shoulders global brand evolution. Covering everything from designing a multi-market website, CGI art direction for TV and product demo films, social campaigns, packaging creative development, photoshoots and film based advertising campaigns and print adverts.
ROLE: SENIOR CREATIVE DESIGNER
STUDIO: SAATCHI & SAATCHI
BRAND: HEAD&SHOULDERS GLOBAL
TEAM CREDITS: HAIRCARE TEAM/ CELESTE DALAIRAC (ECD)/ KATE ALLAN(DESIGN & AD)/ ANA RICO (DESIGN)/ WILL+TOM(CREATIVE)/ PAUL SCALA (PHOTOGRAPHY)
WHEN? 3+YEARS(2016-19)
PROJECT "bento BOX"
✷ NEW Vision
Our haircare team transformed Head & Shoulders into a modern FMCG brand that could compete in the beauty, sports and cosmetics space. The creative vision and strategy was to bring a more consistent approach to our tonality, layouts, general premium aesthetics and develop an integrated design system for global advertising so multiple markets could re-use the core toolkit.
The best way to see how our ‘beauty brand’ strategic direction has evolved is to look back at where we started. Step forward Joe Hart.
▶︎ Website UI/UX
Brand.com ui/ux refresh
Tasked with re-designing the global H&S website used by over 30+ markets, I took the opportunity to overhaul the dated look and feel of the website and filter more of the premium brand equity we’d been developing. We improved the site navigation adding iconography to help introduce a universal way finding system. The digital visual language was dated so a refreshed look and feel gave the new site design new life. Another general improvement was to introduce a better mobile experience through design optimisation that supported a wider range of devices.
▶︎ Iconography
& illustration
I initially designed a simplified navigation that would work to communicate the core page theme. Once this style was established we then saw a need to develop a universal family of icons and illustrations that would breakdown abstract subject matter into simple iconographic marks. In time this approach would be easier to update and help with a global multi-market brand like Head & Shoulders.
↳ Product demo & CGI art direction
MINI PROJECT CASE STUDY
Working with some of the world’s leading 3D production houses I lead the creative art-direction on the renewal of the brands product demo sequences that featured on TVC’s, Print and Digital channels.
▶︎ Photography
BEAUTIFULLY CRAFTED & styled stills
Following the brand global photography shoot I was a stand-in creative director, taking the post-production responsibilities to finalise our selects.. Working with some of London’s best beauty & cosmetics retouchers we combined two different photographers shots to align to our own high brand aesthetic standards and deliver over 30+ stills. Working over two weeks (and weekends) to make sure we delivered.
RETOUCH PROCESS
ROLE: POST-PRODUCTION ART DIRECTION
TEAM CREDITS: CELESTE DALAIRAC (ECD)/ KATE ALLAN (DESIGN & AD)/ NICK SWAFFIELD + S&S RETOUCH DEPT/ CIARA MOFFAT (ACCOUNT DIRECTOR)
↳ NEW H&S Clinical Solutions product launch
MINI PROJECT CASE STUDY
A digital ad campaign to launch a new haircare product range across Europe and Northern America aimed at consumers with more severe skin conditions.
▶︎ Social toolkits
best in class social animation
I developed a distinct house-style for a number of P&G brands. Creating motion templates, transition styles, kinetic type styles and a general production workflow that continues to be used today. This is a sample reel of the creative animation work I made during my time on the Head & Shoulders brand.